The 3 Keys to Leveraging CGIs and Elevating any Project – Big or Small

1. Make Unique Content

Every CGI and piece of content you put out into the market must convey the uniqueness of your project – it’s not just another building in a trendy suburb! For boutique projects, bravely create a clear visual style, immediately showcasing its ‘special’ aspects.

Think of the world’s great brands. Every Louis Vuitton photo or image has a certain look based on colour tone, composition, focal length and grade. In real estate, this is the approach taken by branded residences developers like Aman & Ritz Carlton, as well as the most admired developers in Australia like Aria and Chapter Group.

Work with your CGI Consultant to develop a clear look for your project. This could draw inspiration from elements such as the uniqueness of the architecture, the craftsmanship and tactility of interior materials, the evocative styling and furniture, the captivating outlook and views, the proximity to nature or even the persona of the visionary developer.

If you can recognise your project’s memorable quality from every image or piece of content you create, you’ve achieved this.

2. Use New Tech Wisely

Gone are the days when five to six CGIs of the building exterior and interior created market cut-through. Thinking about the content you need to communicate is the first step in forming a brief. Will this be an online focused
campaign with heavy use of social media? Or a campaign focused on potential VIP buyers visiting the sales gallery? Will the demographic be young and tech savvy or mature and less so?

Based on a clearly defined ‘content strategy’ you can tailor the technology and assets you need to talk to each touchpoint along your buyer’s journey. Utilise animated vignettes to spark attention in social posts (where moving
content is statistically more impactful than static images). Invite your buyer into the sales gallery for an immersive experience (view our Savyavasa Jakarta example), either via an immersion room or 360 walk-throughs with
Apple Vision Pro.

Create a shareable marketing film that uses live action, CGI and a music score to be your 60-90 second pitch – one that creates a sense of connection and belonging between the viewer and your product, (for example, The Well,
Bay Harbour Miami.)

3. Collaborate with a Network of Future Visionaries

Your CGI content needs to be a clear and holistic manifestation of the design of your project and its brand and positioning. Creating a strong and clearly defined collaborative framework among your consultants is a key (and not often
discussed) secret behind the most successful projects.

The CGI artist must deep dive into the ethos of the architect and interior designer to be able to showcase their key design features. The architect, on the other hand, must cede control of the way the building will be portrayed (as they
would to a photographer), as it moves from the design phase into the marketing phase. The branding agency and the CGI consultant must collaborate closely to make sure the ‘product’ is expressing the brand essence of the campaign (see
lesson #1). The CGI consultant must also utilise their network of technologists and production specialists (directors of photography, audio visual specialists, music composers, interactive designers) to future-proof the project.

A good resource to learn about the ‘collective of collaborators’ that each project requires to reach its potential is, Cause and Effect. This think tank event showcases the work of creatives and technologists who create visions of our
cities’ future. The next event will be hosted in Dubai in 2025.

By giving your project content, using the latest and most effective technology, thinking about content vs CGI and bringing together a group of visionary creatives, you are likely to create a campaign that leads the market.

Article featured in The Monark Minute and written by Andrei Dolnikov, Founder & CEO, BINYAN.